About store visit conversions

If visits to your physical locations—like hotels, auto dealerships, restaurants, and retail stores—are important to your business, you can use conversion tracking to help you see how your ad clicks and viewable impressions influence store visits.

Note: For the Display Network, an ad impression is considered viewable when at least 50% of the ad is onscreen for at least 1 second, based on Google's Active View technology.

Store visit conversions are only available to certain advertisers. Review the requirements below and talk to your account representative if you think you're eligible.

Benefits

See which campaigns, keywords, and devices drive the most store visits to your business

Understand your return on investment (ROI) and make more informed decisions about your ad creatives, spend, bid strategies, and other elements of your campaigns

Requirements

Store visit conversions are available to a limited number of AdWords advertisers. To be able to measure store visit conversions you will need to meet the following requirements:

Create each of your store locations in your Google My Business account.

Have at least 90% of your linked locations verified in Google My Business.

Ensure location extensions are active in your account.

Have sufficient store visits data on the backend to attribute to ad click or viewable impressions traffic and pass our user privacy thresholds.

Note: Store visits attributed to viewable impressions are only available for Display Network campaigns or ads that serve on the Google Display Network.

How it works

Store visit data is based on anonymous, aggregated statistics. AdWords creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store.

Store visit data can’t be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users.

Small numbers in store visit reports

Occasionally, store visit reports may show low numbers, even “1.” This can happen if you’re looking at data on more detailed level, such as segmenting by device. Because numbers are modeled and anonymized, “1” does not actually mean that that one person clicked or viewed an ad and then visited your store. Instead, it’s better to read this as a value close to one, or an average of one.

While this data can give you a sense of the breakdown of your campaign performance, store visit reports are more precise when the numbers are larger. So, to evaluate your campaign performance, we recommend using reporting levels with at least 100 store visits.

It’s also important to note that even when the reports present small numbers, our privacy techniques ensure that store visit data can’t be tied to individual people.

How to set up store visit conversion tracking

If you meet the above requirements and are interested in seeing store visit conversions, contact your AdWords dedicated account manager. If you're able to start using this feature, conversions from store visits will be added to the "All conversions" and "View-through conversions" columns in your campaign reports (learn more about how to view store visit conversions). You'll also see a new conversion action called "Store visits" added to your conversion reports. If you don't see store visit data in your account and believe you qualify, reach out to your Google AdWords representative.

You can only edit the settings for your store visit conversion action in the new AdWords experience. For instructions on switching between the previous and new AdWords experiences, please see this article.